In Death of a Salesman, success is a central theme that drives the characters' actions and beliefs. Willy Loman, the protagonist, equates success with being well-liked and financially prosperous. However, his understanding of success is flawed, leading to his ultimate downfall. The play critiques the American Dream, illustrating how Willy's pursuit of success based on superficial values results in personal and familial tragedy.

Willy Loman's belief that success comes from being well-liked is evident in his advice to his sons. He tells them, "be liked and you will never want," suggesting that social acceptance is the key to success. However, this belief is misguided. Willy's charm and likability do not translate into financial security or personal fulfillment. As he ages, he becomes less capable of meeting the demands of his job, and his employer discards him despite his years of service. Willy's failure to recognize the importance of hard work and integrity over superficial charm contributes to his professional and personal failures.

The character of Ben, Willy's brother, embodies the success that Willy longs for but never achieves. Ben's story of entering the jungle at seventeen and emerging rich at twenty-one symbolizes the quick success that Willy desires. Willy idolizes Ben's material wealth, believing that his sons should emulate Ben's adventurous spirit to achieve similar success. However, Ben's advice to "never fight fair with a stranger" highlights the ruthless nature of the business world, contradicting Willy's belief in likability. This contradiction exposes the flaws in Willy's understanding of success.

The symbolism of diamonds in the play further illustrates Willy's misguided pursuit of success. Diamonds represent the tangible success that Willy craves. Ben's wealth from diamond mines serves as a constant reminder of Willy's missed opportunities. Willy's fixation on diamonds culminates in his tragic decision to commit suicide, believing that the insurance money will provide his family with financial security. He views this act as a "diamond" that will prove his worth, but it ultimately reflects his failure to achieve true success.

The theme of success in Death of a Salesman critiques the American Dream by highlighting the dangers of equating success with wealth and popularity. Willy's pursuit of this flawed ideal leads to his downfall, illustrating the emptiness of a life built on superficial values. The play serves as a cautionary tale about the consequences of chasing an unattainable vision of success without understanding its true nature.